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Mami Wata 'Luck Is Alive' by Paul Ward

Rob Ulitski - 13th May 2022

Paul Ward directs a riveting film for surf brand Mami Wata. 

The video for Luck Is Alive tells the story of an African surfer who is a believer in Animism, a sensibility prevalent among surfers throughout Africa. Animism is based on the idea that everything is sentient: that inanimate objects, plants, animals or even entities such as the ocean have a spirit or a soul, often in the sense of having ‘personhood’.

The cinematic film is a cerebral, often intense experience, and blends documentary and promo aesthetics. The concept is driven forward by a compelling voiceover and breathtaking sound design, which brings the enigmatic narrative to life. 

Demonstrating an animistic sensibility through the concept of luck, the line, ‘Luck is Alive’, encapsulates this way of relating to the world: a sense of the aliveness of chance, and by believing in luck and that luck is alive, luck can lead you to be lucky. It is through his belief in luck that our protagonists is lead to the water, and where main character Damme Samb finds ultimate freedom.

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Rob Ulitski - 13th May 2022

Tags

  • Documentary
  • Narrative
  • Branded Film
  • Narrative
  • Sound Design
  • Concept
  • Animism

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Credits

Production/Creative

Director
Paul Ward
Producer
Jo Barber
Production Company
Production Company
Giant Films
Executive Producer
Emma Lundy
Executive Producer
Cindy Gabriel
Executive Producer
Martina Lueslsdorf
Executive Producer
Paul Ward

Camera

Director of Photography
Deon Van Zyl
Under Water Camera
Calvin Thompson

Art

Art Director
Peet Pienaar
Art Director
Wendy Fredriksson

Wardrobe

Wardrobe
Peet Pienaar
Wardrobe
Wendy Fredriksson

Animation

Animation Company
Mami Wata Creative

Editorial

Editor
Xander Van Der
Editing company
StrangeLove

Grading

Colourist
Joseph Bicknell
Colour grade company
Company 3

VFX

VFX
Tetaki Studios
VFX Artis
Gavin Coetzee

Rob Ulitski - 13th May 2022

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